About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Friday, October 2, 2009

A survey by Economictimes @ Indian youth

Economictimes has published the survey report of youth trends in India:

Google (41%) emerges as most preferred source of information for Indian youngsters in the age group of 12 and 18, largely studying in English medium schools, and living in urban India, according to "TCS Generation Web 2.0 Trends' - a comprehensive nationwide study across 12 Indian cities reaching over 14,000 youngsters.

Print (26%) and TV (25%) are the next important source of information.
Kolkata (77 %) has the highest number of students using internet (Google + Wikipedia). Library usage amongst Cochin students is highest nationally (14%) while Bhubaneshwar (45%) and Lucknow (42%) lead in information sourced through television. Mumbai (12% ) youth prefer TV the least.

The nationwide study captures the trends and pulse of the youth across India with a clear focus on information, technology and aspirations.

Social networking trends

Blogging in metros revolves largely around their everyday life. Bangalore is the blogging capital of India, with 66% of studentsbeing part of blogging / social networking scene, against 39% nationally. More students in Mumbai (60%) and Ahmedabad(57%) read about film and celebrity blogs than youth in any other city.

Bangalore and Hyderabad (33% each) students prefer blogging onstudies and school, highest nationally. Orkut emerges the most preferred source for Social Networking nationally.

Mumbai is the only city where Facebookis more popular than Orkut. Cochin (8%) and Bangalore (9%) kids are most attracted to Secondlife, Myspace, and Podcasting.

Educational interests and pursuits

Desire to study abroad is a national aspiration among students. USA is the most popular destination with nearly 40% preferring to study there.

Physical proximity, family ties play a role in choice of education destination. Singapore and Dubai is preferred by one in five students in Chennai and Cochin respectively as top choice for overseas education.

Global Citizens: Young India reflects a strong affinity for Travel. In the Metros, Salary is the highest sought after career expectation. New Skills and Experience score over Salary in Mini Metros. Engineering emerged as the most preferred as an Ideal Career Choice (35%).

IT is second choice. Media and Entertainment comes in fourth in metros while the Mini Metros choose Banking / Financial Services over Media.

Disposable income

Majority get pocket money of less than Rs.500/-per month. Delhi and Hyderabad youth get the highest pocket money (10% of them in both cities get above Rs2,000 pm) in the country.

In Metros, 17% receive pocket money in excess of Rs.1000 per month (Mini Metros: 7%)
Youth ownership trends

Home PC penetration is very high in the Metros (71%), while it is 54% in the mini metros. Bangalore and Delhi ( 77%) have highest PC penetration. Among mini metros, Ahmedabad comes close at 73%. Laptop, though an aspiration, does not seem to have reached many homes.

Mumbai has the highest laptop penetration at 38%, compared to the national average of 19%. Ipod’sand Music player score over the digital camera both in metros and mini metros.

Bangalore has the highest (91%) ipod/ digital music player penetration nationally.

Source: http://economictimes.indiatimes.com/quickiearticleshow/4864373.cms
Rahman, Sonu and Lata India's favorites
14 Jul 2009, 1245 hrs IST, Amit Sharma, ET Bureau

NEW DELHI: Indian youth have given the definitive verdict. Double Oscar-winning music composer AR Rahman is young India’s favorite music personality followed by singer Sonu Nigam and the legendary Lata Mangeshkar.

A recent twelve-nation online survey released today has suggested that while a whopping 83% Indian youth love music, this year, there has been a 23% increase in the time they spent listening to music. Overall, the Asian youth increased their time spent listening to music by 25% over last year.

Titled Music Matters, the Asia-wide survey among 8,841 respondents has been conducted by market research firm Synovate. It goes on to add that American rock band Linkin Park, singer Rihanna and Canadian artiste Avril Lavigne are some of the popular music personalities in Asian countries, that are marked by a keen interest in local music and singers who dominate their favorites list.

While his general body of work has been admirable, it could well be Rahman’s work for Slumdog Millionaire that has catapulted him as a hot favorite. So, while Rahman and Sonu Nigam are understandably favorites with Indian youth, thanks to their recent work that has appealed to Gen Y, it is Lata Mangeshkar’s name that comes across as a pleasant surprise. Renditions from the seventy-nine year-old veteran continue to strike the right chords with the country’s young listeners.

Says Bollywood music composer Shankar Mahadevan of the Shankar, Ehsaan, Loy trio; “Lataji has left an indelible mark on music. Her contribution to Indian music is unmatchable. It is therefore no surprise to me that she appears in the favorites’ list. The fact that the youth adore Lataji also proves that they have a keen ear for stellar music.” Notwithstanding the bombardment of techno, pop, rap music, Indian youth are discerning music listeners, still loving the gentle crooner and undisputed czarina of melody.

In what would be music to the ears of mobile phone manufacturers, the survey states that mobile phones are the clear favorites with Indian youth as the devices for listening to music, with 39% respondents preferring them to TV, computers and MP3 players. For the Asian region, computers followed by MP3 Players are the preferred devices for listening to music.

India’s music industry, which complains of constantly eroding revenues (to the tune of 50%) thanks to piracy will take heart from the finding that Indians are some of the most legal down loaders of music from the internet, with 19% paying for downloaded music, as against the 11% average of paid down loaders in the Asia.

But Vipul Pradhan, CEO, Phonographic Performance India, a music broadcasting license society, begs to differ; “The number of internet music downloaders is small in India, as compared to other Asian countries. Therefore the small number of ‘paid’ music down loaders is not of much significance.”

Source: http://economictimes.indiatimes.com/News/News-By-Industry/Media-/-Entertainment-/Entertainment/Rahman-Sonu-and-Lata-Indias-favorites/articleshow/4775339.cms

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